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DS Group’s Pulse Ka Pandal returns with digital-first festive campaign
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Saturday, 17 October, 2026, 16 : 00 PM [IST]
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Our Bureau, Mumbai
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The Dharampal Satyapal Group (DS Group), has announced the return of its Pulse Ka Pandal campaign for 2026 with a digital-first format. The initiative brings Navratri, Durga Puja and Dussehra together on a single interactive, mobile-first platform, reinforcing the brand’s ‘Pulse of India’ philosophy.
Running from October 11 to 20, 2026, the campaign aims to engage consumers across India through immersive, gamified experiences inspired by the cultural significance of the three festivals. The platform, pulsekapandal.in, allows participants to engage with festive traditions through personalised digital activities.
The Navratri segment, ‘Pulse of Tradition’, enables participants to dress digital characters in festive outfits, accessories and Dandiya elements. Under ‘Pulse of Shakti’, the Durga Puja experience allows users to design and personalise their own virtual pandals by selecting decorative, design and cultural elements.
The Dussehra segment, ‘Pulse of Victory’, invites participants to aim at a virtual Ravan, with each target representing a negative habit or personal trait they wish to overcome. The experience concludes with a personal pledge to give up the selected habit, reflecting the festival’s message of the victory of good over evil.
The campaign builds on Pulse’s use of technology to make cultural celebrations more interactive and relevant to younger consumers. By combining advertising technology, gamification and personalisation, the initiative seeks to transform traditional festive participation into engaging digital experiences. Selected participants will also receive rewards through the campaign.
Arvind Kumar, senior general manager – marketing, confectionery, DS Group, said, “Pulse Ka Pandal had evolved into a festive brand initiative aligned with the company’s ‘Pulse of India’ commitment. He added that the campaign aims to create a platform where young consumers can discover, participate in and express traditions in their own way. With three festival-themed experiences on one integrated digital platform, Pulse Ka Pandal 2026 aims to strengthen the brand’s connection with India’s festive culture while engaging a new generation of consumers.”
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